Destination Marketing: Tourism Australia's Controversial Campaign
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Case Details:
Case Code : MKTG197
Case Length : 21 pages
Period : 2006-2008
Pub Date : 2008
Teaching Note : Available
Organization : Tourism Australia
Industry : Tourism
Countries : Australia/ Global
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End of an Innovative & Controversial Campaign Contd...
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It said that the brand proposition of the campaign was,
'Australia invites you to get involved'.5 The announcement of the campaign's
withdrawal came amidst a fall in tourist numbers attributed to the fact that the
Australian Dollar (A$)6 was growing stronger.
The advertisement campaign received wide media coverage and was also accessed
online by many people. Though it was initially termed a success and as having
helped spur tourists to visit the country, it proved controversial in some of
the target markets. The use of the swear words 'Bloody' and 'Hell' particularly
incensed many. However, Tourism Australia defended the use of the words, saying
they were part of Australian slang and were intended to portray Australia as 'warm, friendly, and inviting'.
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The advertisement was banned in some countries like the UK
and Canada. While the UK banned it for the use of the word 'bloody', Canada
banned it for the opening line in the advertisement of the campaign, "We've
bought you a beer" which, it said, implied the consumption of unbranded alcohol.
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Singapore insisted that Tourism Australia remove the
words 'bloody' and 'hell' before releasing the campaign in that country.
The first year of the launch of the campaign saw an increase of A$ 1.8
billion in tourist spending.7
However, some analysts believed that the campaign had failed to live up
to expectations. Even as marketing experts remained divided in their
opinion on the campaign's effectiveness, Tourism Australia decided to
pull it out under pressure from various stakeholders and amidst concern
that the A$ 180 million campaign was a complete failure. |
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